Linkedin publishing is amazing. Everyday I’m getting access to some of the best people in their chosen field giving me advice for free. Or their insight. It’s a joy to be given it.
I get just as much from those who are up-and-coming and who are pouring their own honesty into their writing. You can sense the emotion and passion that gets these people up in the morning. I applaud them.
Like most good opportunities for exposure, Linkedin publishing is now home to completely strange (and noticeable) habits from those trying their best to ‘life-hack’ their way through it.
It’s not pretty.
I’ve got some observations and tips that anyone looking to make an impact could use to improve their Linkedin publishing content today:
1) Your readers are connected to YOU
Some way more than others. That’s no surprise to most of you I am sure. Technically speaking, you’re going to have more 1st connections reading your post.
Looking at it in a more human way, most of the people who read your post are emotionally connected with you. OK, they might be someone you do business with or want to do business with, what I mean is that they can pick up the phone and talk to you. You’ve had an email conversation in the past. You might even have had dinner together. Perhaps they are someone you really want to work for?
You are tangible. Real. I can reach out and touch you. You have this rich life and depth that makes you beautiful. (note: core belief of mine is everyone is beautiful in someone eyes – inside/outside doesn’t matter) Family, friends, profound points of view that you want to share. Doesn’t matter whether they are work or ‘real life’ based. After all, what really is the difference?
I am connected to you. Even if I happen to be half a world away, if you get a new job, I can like your post and we are connected. We both feel good for different reasons. It’s that kind of thing you don’t think about when you are writing.
2) Time on Linkedin is well spent
Adding connections, reading your publishing, looking at your updates about your new job or business venture. All time well spent.
A very short point. Combine with point 1 and it helps you remember why so many of us use Linkedin in the first place.
3) I can sense your lack of confidence
It’s not that I am magical or clever. I can just sense everything missing. You hide behind a document or you talk without any extremities. There is no love, no hate, no devastation and no building-up.
It’s a string of words that could be put into an email to your superior that resemble asking for time off.
Filled with dread. The enter key pressed fast. Professional word choice. Then there is all that makes you who you are strangely absent.
Maybe your organisation frown upon expression. That’s bad. Don’t let it affect your voice. Know that it isn’t right for you to feel that way too.
You might just be lacking confidence. Trust yourself. If I want to hear your perspective, others do too. You might even love the reaction you get.
There is a huge difference in “writing scared” and being scared to press the publish button.
An old colleague of mine likened hitting the publish button to being in a movie and blowing up a building behind you. Walking away like a bad ass who is shit-scared inside of what will happen next.
4) You ticked the box – POST ON LINKEDIN TODAY
This could be confidence too. You have that out if it is what is happening to you. Take it. If not, and you are just posting to Linkedin because it seems a good idea, then you have the easiest task of all to correct it.
Go to point 1 and remember who you are connected to and why. Remember how real those connections are right now and how some could be even richer.
The effects of no confidence in your publishing and just ticking a box are virtually the same to the reader. How you deal with it though is so much simpler.
Think about those connections and pour your honesty into what you are writing. Be that about your latest discovery or whether you went skiing last month. Just give me that passion.
One last note, this is way different than publishing what you know is an amazing article from one source to another. You can tick that box all day long then. This section doesn’t mean “OMG tailor everything for a different platform” – good writing is good writing.
5) You link me away when your content is just getting started
A poisonous topic to start. You might shout “I’ve just done a case study on kittens that’s 120 pages, of course I’m going to link you to it”. Just relax, I promise this will make sense.
Think about a live stand up routine. I’m pretty sure you are imaging someone of notoriety like Peter Kay or Michael McIntyre (I didn’t say quality…). They have already earned a certain level of rapport with you so you are comfortable to sit down for 1 hour or so hearing their routine. Suitably impressed, you might buy their DVD later.
Now imagine it is a live comedian on a random night at the Frog and Bucket. They are called Jim Krangle and he keeps doing lame jokes about mother-in-laws. That kinda guy. He has maybe 15 minutes to make his impression on you of his quality as an entertainer and he also has to build rapport with you. If he fails to build rapport, you are far less likely to laugh. Less likely to laugh, less likely to care. And so on.
Unless you have the most wonderful rapport built up with me, whether that is through our real life connection or your ability to deliver content, I’m not going to read a lame 2 paragraph introduction about your latest article and then click the link to read it.
You had my attention and then you failed. You didn’t trust yourself to deliver it within Linkedin and you lost me. I’ve been on the receiving end of this many times. I guess no one has told you how awful it is to be on the receiving end of it.
There are caveats to this I am sure and the format may produce results. I am sure there are examples where it works just fine. If you forget point 1 though, chances are that your Linkedin Publishing effects are not going to deliver, let alone if you want us to read the rest of it on your blog.
I think what happens is that you want more traffic to your site and your want more chances to convert that into traffic. Understandable. I’m still confused as to how you haven’t worked out that I am connected to you.
Think about it. I’ve shaken virtual hands with you already. You can reach out to me on a personal level. We could meet for coffee. I’m connected with your business viayou. That’s way more powerful than just going to a website. Yet, somehow you want me to be another visitor to increase your hits on it.
I have your phone number, email and the ability to inbox you on Linkedin too!
Writing about it makes it seem even weirder to me.
6) you don’t draw back the veil and give me anything
So much of this stuff is written like it was for a Blue Peter presenter. That’s not a compliment unfortunately. Complete with phrases like “and there you have it”.
Simple is good. I love it. Lots of people do. There is a difference between simply explaining your honest experience of the such-and-such industry compared to simply describing 5 reasons we are great at XYZ.
You have this huge opportunity to build a better connection en-masse with your Linkedin audience. People who want to better themselves, people who want a new career and people who need to use your services.
Give me something that isn’t skin deep.
You could tell us how a failure taught you how to build a better product, you could give us the point-by-point method you used to build you 10,000s fans on a social media platform. You could be the source of information for your sector. While competitors grasp their arms around what they do, you can express it out loud.
I decided against giving examples, there are individuals and companies (Yes, within Manchester) that do this well.
You could even do something as simple as tell us how you helped a client with a question they had and what the solution was.
7) The worst habit is to not try
In just my first connections alone I have access to some incredible people. Self made millionaires, multi-award winning entrepreneurs and people who have gone from zero to “hero” right in front of my eyes. I’ve not heard from most of them on Linkedin publishing.
Imagine them giving you more access to their own wisdom and then you being able to comment on it, getting further personable access to them.
I don’t just mean the ones who have it, I mean the ones who are just starting up with nothing. They all have something valuable to say.
Whilst some of these habits are bad, this is the worst crime of all. Get someone to ghost-write your piece, give them the bullet points and salient points, give them the opportunity to replicate your voice out there.
Guess what I do for some of my clients…
I’m so grateful that you’ve made it all the way through this article. I hope I’ve followed my own advice here and that you can see what I’ve tried to do with each point.
I’m scared stiff to press the publish button. Though as Arnold Schwarzenegger would say, it’s what you do when you are feeling pain is what counts. I’m in pain, hovering over it. I think my cat Phoebe has noticed.
This was originally published on Linkedin here: https://www.linkedin.com/pulse/your-weird-publishing-habits-scrutinised-free-matthew-aguilera?trk=hb_ntf_MEGAPHONE_ARTICLE_LIKE